Hey there,  I’ve not been involved directly in this, but I’ve seen others doing something similar, and what really helps is treating customer interactions as a goldmine for content ideas. Chat transcripts, support tickets, even social media questions can reveal exactly what people are struggling with or curious about. (You can use tags taxonomy and see the count for each, or the patterns of inbound in relation to them, or Help center keywords report that resulted in no article)
 

From there, you can map those questions to search intent. For example, if multiple users ask “how do I reset my password safely?”, that’s an obvious FAQ or blog opportunity. Then I make sure the content uses the same language the users are using, it feels more natural and matches what people actually type into Google.

I also keep an eye on engagement metrics: which pages people spend time on, which ones they bounce from, what they click next. That helps refine content structure and internal linking so users find what they need faster. (Bonus to get you going faster here is to integrate other product-oriented apps that can help spot the friction points with the customers)

Over time, this becomes a loop: new questions = content updates = better engagement = higher rankings.
Heads up: it takes time and constant effort, but it aligns SEO with real user needs rather than just chasing generic keywords, and can help you perform better than competitors in capturing leads as well on the long term.
 

Hope this helps! Cheers!